Most of us are quite familiar with the traditional online search process, where we enter some keywords and review the list of links provided to us to find the best source of information pertaining to the topic we are looking for. Over the last several months, search engines like Google have been changing the way that results are generated and displayed to searchers. At the top of the results page, Google presents a section labeled “AI Overview,” which includes a short description and summary of the most relevant information composed by artificial intelligence (AI) technologies. Rather than having to click through to various websites to find information about a topic, searchers can simply skim the AI Overview summary and move on. According to the latest research, organic click-through rates dropped 61 percent on queries with AI Overviews present. Additionally, “Brands cited in AI Overviews earn approximately 120 percent more organic clicks per impression than uncited brands on the same queries.” In other words, AI Overviews are rapidly changing how businesses reach potential customers online.
Several new terms have arisen to refer to this changing landscape: Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and AI search optimization. These terms address the same practice of optimizing content for AI-powered search engines and the results they generate. Instead of presenting searchers with a ranked list of ten links or so, AI Overviews provide one easy-to-read summary with one or two citations. Without a citation, searchers will not click through to your law firm’s website. In light of this seismic shift, we will explore some effective AEO marketing strategies for small law firms and how you can incorporate them into your existing law firm content marketing strategy to keep building your law practice and reaching more of the clients you are hoping to serve.
How Does AEO Differ From Traditional SEO?
While both AEO and traditional search engine optimization (SEO) serve a similar purpose (to inform searchers of a company or business and encourage them to engage their services or purchase their products), there are many notable differences between these two practices. However, now is not the time to abandon your SEO efforts. Instead, the trusted law firm content marketing strategists at LegalRev can work with you to incorporate AEO for law firms into your existing digital marketing efforts. Here are just a few of the ways that SEO differs from AEO when it comes to marketing your law firm online.
Primary Focus
With traditional SEO, the focus is on boosting your law firm website’s ranking position on the search results page. To do this, targeted keyword research and integration, as well as backlinks to trustworthy sources, usually help boost your rankings. With AEO, the focus is to appeal to AI-powered algorithms by providing direct and clear responses to common user queries, typically through an easy-to-read question and answer format. In short, the goal of traditional SEO is to have a searcher click through to your website, while the goal of AEO is to have your website or online content cited in the AI Overview.
Content Style
To boost your law firm’s search rankings using traditional SEO strategies, crafting accurate, relevant, and keyword-rich articles, blogs, and web content was the primary tactic. With AEO, incorporating conversational, question and answer-based content for AI-powered algorithms to easily extract and use in their overviews is the most effective way to maximize your chances of being cited in the overview feature.
Measuring Success
Traditional SEO metrics can be tracked using dashboards or online metrics that measure search rankings, organic traffic, site visitors, and click-through rates. To determine whether your AEO efforts are making an impact, you can look at whether the overviews include your content in their responses or cite your law firm’s website or content alongside the AI-generated answer.
The Client’s Journey
Before AI-powered search engines, people using the internet to find answers or information entered questions or keywords and then reviewed the list of links to determine which sites to visit to locate information. Now, searchers are finding it easier to receive immediate responses to their questions without having to spend additional time clicking through to various websites.
Find out where you stand with a local keyword report.
Incorporating Answer Engine Optimization For Law Firms
Now that we have explored the key differences between traditional SEO and AEO for law firms, it’s worth reviewing some of the steps you can take to start appealing to AI-powered search engines and increasing your visibility to these algorithms. Below are a few ideas to get you started.
Frequently Asked Questions Are Everything
Putting yourself in the position of your clients is the best way to understand what they are looking for before they begin searching. Once you have created a list of the top questions your clients often bring to you, you can restructure your existing website using an FAQ format. As a general guideline, it’s best to give answers that are brief, clear, and direct (ideally, between one and four sentences).
Use a Conversational and Approachable Tone
As you may have noticed, AI-generated content adopts a friendly and conversational tone. By structuring your content with a similar style, you can appeal to these algorithms and build authority with both the engines and potential clients. Avoid overly complicated language and legal jargon as much as possible to maintain an approachable and accessible tone.
Prioritize Serving Your Clients Over Promoting Your Law Firm
AI-powered algorithms prefer accessible and useful content that is structured to answer client questions over keyword-stuffed content that focuses too much on promoting the business. Instead of including content that simply lists your firm’s accomplishments, strike a balance between demonstrating your qualifications and your genuine interest in helping your clients.
Ready to Learn More About AEO For Law Firms? Get Started With LegalRev Today
Best practices for marketing your law firm effectively and impactfully are shifting to keep up with the increasingly AI-powered search engine algorithms. Don’t let your law firm fall behind—reach out to the dedicated and knowledgeable team of content marketing strategists at LegalRev to learn more about our comprehensive yet customized digital marketing solutions that deliver you the results you’re looking for. We invite you to give us a call today at (800) 893-2590 to get started.
